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Kesha's Endless Rube Goldberg Music Video Highlights the Cycle of Gun Violence

McCann New York teams with Mill+ director Ben Smith and March for Our Lives to launch hard-hitting promo

Kesha's Endless Rube Goldberg Music Video Highlights the Cycle of Gun Violence

March for Our Lives activists teamed up with pop icon Kesha, her younger brother Sage, director Ben Smith at Mill+ and ad agency McCann to create a music video that dramatises the cycle of gun violence and reminds young people that voting is the only way to end it.

Just like gun violence in America, the video repeats over and over again. The film features a song, written the day after the Parkland shooting by Sage who was a senior in high school at the time. The song is performed by Sage, Kesha and up-and-coming rapper Chika. The film includes a memorial scene, honouring actual victims of gun violence from the Marjory Stoneman Douglas High School shooting, the Pulse Nightclub shooting, as well as everyday gun violence in different parts of Chicago.

Footage supplied by David Hogg, from inside his classroom the day-of, is also included, to remind viewers of the personal nature of the gun-violence epidemic. Everyone involved hopes to increase voter turnout and change gun laws forever.

With 96 gun-related deaths each and every day, America finds itself in a never ending cycle of gun violence. The only way to stop that cycle is to vote for politicians who support common sense gun legislation. And young people can make a difference in that vote. However, only 28% of people under 29 plan to vote in the upcoming midterm election.

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Advertiser: March For Our Lives

Creative Agency

Creative Agency: McCann NY

Producer: Gaby Levy

Executive Creative Director: Susan Young, Daniela Vojta

Chief Creative Officer: Sean Bryan, Tom Murphy

President: Devika Bulchandani

Chief Production Officer: Nathy Aviram

Senior Social Strategist: Jordan Berger

Creative: André De Castro & Nick Larson

Creative Support: (Advisor) Joyce King Thomas

Global Chief Communications Officer: Jeremy Miller

Creative Chairman: (Global) Rob Reilly

Production Company

Production Company: Mill+

Director: Ben Smith

Producer: Tia Perkins

Creative Directors: Ben Smith

Production coordinator: Andrew Hollingsworth & Danika Casas

Shoot Supervisor: Kyle Cody

Colourist: Mikey Rossiter

Chief Creative Officer: Angus Kneale

Line Producer: Roshni Kakas

Executive Producers: Ian Bearce & Christina Thompson


Edit Company: The Mil

Editor: Ryan McKenna

Edit Assistant: Matthew Campbell

Post Production / VFX

Post Production Company: The Mill

Producer: Grace Tober

2D Artist: Molly Intersimone, Badarinath Chinimilli, Prasanna Bhatt, Rajeshkumar K

Motion Graphics: Laura Nash and Wendy Eduarte

2D Lead: Kyle Cody, Venuprasath D

Animator: Scott McGinley, Alex Allain, John Wilson

Design: Clemens den Exter

3D Artist: Tim Kim, Ryan Federman, Todd Akita, Tighe Rzankowski, Dave Barosin, Weicheih Yu, Sudakshina Sridharan, Vittal Kuntla, Fazal Khan, Giri Prasath S, Raj Kumar M, Sunil MM, Sendil Kumar J

Tracking Artist: Senthil Murugan Balasundaram

3D Lead: Christian Nielsen

Executive Producer: Christina Thompson


Music Supervision: Rob Kaplan and Aaron Mercer from Wool & Tusk

Song: Written by Kesha, Sage, Chika, Pebe Sebert, and Drew Pearson


Sound producer: Becca Falborn

Mix Artist: Tom Jucarone

Foley Artist: Alchemy Post Sound

Audio Post Company: Sound Lounge

sound designer: Marshall Grupp

Category: Music video , Short films

Genre: Music performance